JNBY Jiangnan commoner is more and more open, but also opened abroad

At the end of 2015, Jiangnan Buyi concept store opened its doors in Beijing Liang Ma Qiao official residence. This concept store cooperates with artists, from decoration to display arrangement. The theme will be changed every three months, and the art form will be displayed in Jiangnan Shown in the commercial space. In the closing tide of physical stores, Jiangnan's bold innovation gained unexpected results.

At present, there are more than 1,000 physical stores in Jiangnan, covering more than 300 cities across the country and Russia, Japan, the United States and many other countries and regions. At the same time, Jiangnan Buyi’s same-store sales also maintained a rapid growth. In order to match the new round of consumer upgrades, Jiangnan Puyi not only created a concept store concept, but also continued to transform the physical store, highlighting the sense of consumer experience, subvert the traditional fitting room, provide styling advice, peer-to-peer delivery to the consumer Brand culture and philosophy.

In addition to physical stores, Jiangnan Buyi also communicates the spirit of the brand to potential consumers through a variety of offline activities. In the same business district of Beijing Guanshe Concept Store, Jiangnan Puyi and contemporary artists organized an exhibition of “No candies to mess”, not only exhibiting many exhibits designed by artists and children, but also organizing a creative show. The 30 children from Jiangnan Buyi Consumer Family displayed the latest product of their children's wear brand jnby by JNBY in the installation of the artist, allowing the children and parents to enjoy the “crazy and warm” time.

In the age of e-commerce, Jiangnan Buyi transformed the consumer's experience and interaction in physical stores and offline events, delivered the unique spirit of the designer brand, and transformed more consumers into fans of the brand. At the same time, Jiangnan Puyi also has fans as the core, using the Internet to open up online and offline, and build an all-channel sales platform.

Unlike many traditional clothing brands, Jiangnan clothing is not highly dependent on e-commerce platforms such as Tmall, JD.com and Vipshop. Jiangnan commoner spent more on the Internet platform, and is more successful is its WeChat public number.

“The plain temperament is the calmness of life; the clean and refreshing is the best gift of the flashy world; the white shirt is a way of life, and it is the most beautiful courtesy.” This is a member on the JNBY public account. Comment on an article. This article, "To win a white shirt and go to the beach north of San Francisco," read nearly 80,000 words. Even the comments received more than a thousand.

In the JNBY public article, reading more than 100,000 is common. Jiangnan commoner's four brands: JNBY, sketch, less, jnby by JNBY have their own WeChat public number, in each public number, consumers can directly click into the "WeChat store", and easily complete the selection of commoner products for Jiangnan And buy orders.

For Jiangnan Puyi, since the media channels are connected not only to consumers, but also to consumers as fans of the brand, through the concept of “better design and better life”, fans are further strengthened. Stickiness. In order to allow fans to be online, in addition to new product themes and matching information, Jiangnan Buyi also provided content that is of interest to fans such as art and fashion information in the creation of WeChat content.

On the platform of WeChat from the media, as of now there are more than 600,000 fans in Jiangnan, and nearly 40,000 new users per month in recent months. The average number of fans, headline average readings, and average article readings of the WeChat public account of Jiangnan commonwealth are all in the forefront of domestic high-end women's clothing brands.

The use of the Internet by JNBY Jiangnan is not merely a platform for enhancing consumer stickiness, providing online experience and shopping, but also improving the efficiency of “supply chain, inventory, and logistics” in an all-channel 24-hour model. Increase trading volume. A Beijing-based consumer in the south of the Yangtze River is placing orders online. The required products, such as those in Beijing, are not in stock and can be dispatched at any time from stores in Shanghai or Guangzhou.

Jiangnan Buyi quickly fills in the bills through an inventory sharing and distribution system based on the Internet to increase marketability and reduce inventory overstock. Jiangnan Buyi interacted with fans in the media and could also predict sales volume to a certain extent, and make up for “explosive funds” at any time, reducing the possibility of slow-moving products under the traditional model and effectively improving product design in the quarter. The efficiency of production and sales.

"Closed stores, stagnated goods, and stagnant earnings growth" have plagued the brand apparel industry in recent years. At the same time, consumption upgrades have made consumers increasingly eager to pursue fashion trends and pay more attention to their self-expression needs. The function of clothing is not only wearing and comfort, but also personal expression and personal labeling. Jiangnan Puyi’s exploration of self-operating, distribution, online and offline platforms to meet consumers’ diverse consumer experience needs to create an omni-channel sales platform may be a breakthrough for branded clothing in the Internet era.